MARKA OTANTİKLİĞİ LİTERATÜRÜNÜN GELİŞİMİNE YÖNELİK BİBLİYOMETRİK BİR ANALİZ

Öz

Marka otantikliği (özgünlüğü), pazarlama literatüründe merkezi bir kavram haline gelmiştir ve tüketicilerin markalarda gerçeklik, samimiyet ve dürüstlüğe yönelik artan taleplerini yansıtmaktadır. Bu çalışma, bibliyometrik bir analiz yoluyla marka otantikliği literatürünü pazarlama ve tüketici davranışı bağlamında incelemeyi amaçlamaktadır. Bu amaç doğrultusunda, Web of Science veri tabanından elde edilen ve 2005 – 31 Mart 2026 dönemini kapsayan toplam 286 çalışma sistematik olarak analiz edilmiştir. Araştırma kapsamında yayın eğilimleri, önde gelen dergiler, üretken yazarlar ve yüksek atıf alan çalışmalar incelenmiş; ayrıca alanın kavramsal yapısını ortaya koymak amacıyla VOSviewer programı aracılığıyla anahtar kelimelere dayalı eş oluşum analizi gerçekleştirilmiştir. Bulgular, marka otantikliği literatürünün özellikle 2015 yılı sonrasında ivme kazandığını ve alanın marka güveni, marka sadakati, marka deneyimi, sürdürülebilirlik, sosyal medya ve etkileyici kişi pazarlaması temaları etrafında geliştiğini göstermektedir. Bu doğrultuda çalışma, marka otantikliği literatürünün gelişim eğilimlerini, kavramsal yapısını ve gelecekteki araştırmalar için öne çıkan tematik alanları ortaya koymaktadır.

Anahtar Kelimeler

• Marka otantikliği
• bibliyometrik analiz
• tüketici davranışı

A BIBLIOMETRIC ANALYSIS OF THE DEVELOPMENT OF BRAND AUTHENTICITY LITERATURE

Öz

Brand authenticity has become a central concept in marketing literature and reflects consumers’ growing demand for authenticity, sincerity, and honesty in brands. This study aims to examine the brand authenticity literature in the context of marketing and consumer behavior through a bibliometric analysis. For this purpose, a total of 286 studies obtained from the Web of Science database and covering the period from 2005 to March 31, 2026 were systematically analyzed. As part of the study, publication trends, leading journals, prolific authors, and highly cited works were examined; additionally, a keyword co-occurrence analysis was conducted using the VOSviewer program to elucidate the field's conceptual structure. The findings indicate that the brand authenticity literature has gained momentum particularly after 2015 and has developed around themes such as brand trust, brand loyalty, brand experience, sustainability, social media, and influencer marketing. Accordingly, this study reveals the developmental trends, conceptual structure, and prominent thematic areas for future research in the brand authenticity literature.

Anahtar Kelimeler

• Brand authenticity
• bibliometric analysis
• consumer behavior

Kaynakça

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